This document outlines a marketing plan for Boston Ballet to reduce churn rate and build patron loyalty. It proposes a campaign called "This is Ballet" to educate, elevate and embrace patrons. A multi-channel strategy is described, including offline events, social media, digital marketing, email marketing, online advertising and public relations. The plan aims to highlight the emotional and social benefits of attending performances and make Boston Ballet a source of ballet inspiration. Evaluation methods and budgets are also mentioned.